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Padmaavat - Promoting it with poise and a dash of humour

25-January-2018
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Padmaavat - Promoting it with poise and a dash of humour


Finally! Finally, the controversy-ridden film, Padmaavat, will see the light of day on Thursday, January 25. The question now is: how well will the movie do? Will film-goers watch the movie? This is a job for the film’s marketers. Leave it to them to show us how it is done. So what do you do when you need to convince cinema goers all over to watch the movie despite all negative publicity? Well, there are a couple of things: reassure viewers that the movie is Kosher for viewing and sportingly take a joke on yourself, if that’s what it takes to laugh all the way to the bank. 

Here’s a look at the full front-page disclaimer ad that the Padmaavat makers put out. The ad states in no uncertain terms: The film 'Padmaavat' is based on the epic 'Padmavat' by Sufi poet Malik Muhammad Jayasi which is a revered work of fiction. The film does not have and never had a dream sequence between Alauddin Khilji and Rani Padmavati. We have made this film as an ode to the famed valour, legacy and courage of Rajputs. The film portrays Rani Padmavati with the utmost respect and does not tarnish her repute or misrepresent her character in any manner. The film has been cleared with only five modifications by the CBFC and is officially approved for release in India with a U/A certificate. There are no further cuts or modifications to the film. While the ad is plain and simple, it still manages to make a statement.


Bookmyshow.com, an online ticketing platform, has been promoting the film on digital platforms and television with two ads specially designed to tickle viewers. Don’t make excuses, go watch the movie says one ad. While the other mocks the Censor Board’s advice to the filmmakers to drop the last letter of the movie’s name making it Padmaavat from Padmavati. “An Epic Blockbuste, starring Deepik,Ranvee, Shahi, Finally Releases 25th Ja, Watch it Opening Da,” says Bookmyshow in digital ad.

TVC: https://www.youtube.com/watch?v=Dqkl_7guVhY&feature=youtu.be 
The controversy surrounding the film has already piqued the interest of filmgoers everywhere, and ensured that the news about its final release reaches everyone. Despite the publicity and the order of Supreme Court, it is expected that viewership in the states of Rajasthan, Gujarat, parts of Madhya Pradesh and parts of Maharashtra will be affected.

According to industry estimates, the movie is estimated to open at Rs 15-17 cr on Thursday. Due to Republic Day holiday, it is estimated to collect Rs 83 cr on the first weekend. “Our assumption for net domestic lifetime collection would have been close to Rs 200-225 cr for the movie, however we believe this number would be lower as the movie would face release issues in some key states. This would have a negative impact of 25% on our collection estimate. Therefore, our revised collection estimate would be close to Rs 160-180 cr,” said Karan Taurani , DART(Dolat Capital).

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